BIG DEAL ENERGY
(BLACK FRIDAY · 2021)
I created and lead the execution of the company’s largest scale global campaign to date, with a concept which would showcase the confidence and attitude that customers get from shopping during the Gymshark Black Friday Sale.
A thumb-stopping cinematic campaign to get all eyes on Gymshark at the most important time of the sales calendar - Black Friday
Using key insights to identify important customer interests and shopping habits, the narrative is told through four main stories to generate hype and get the customer learning about ‘Big Deal Energy’ - a phenomenon sweeping the globe, one you can only experience with Gymshark. I lead the project at every stage – from concept and pitching, through to production and final execution of assets, collaborating with an amazing team of over 200 across the project.
At the centre of the campaign was our hero film, which was broken down into micro and macro activations across performance, social, PR and influencer comms.
Each of the four narratives were carefully expanded into social activations. Taking inspiration from the gaming scene with YouTuber KSI we built an Instagram game where sharing your high scores could win exclusive prizes, this helped broadcast Big Deal Energy globally.
Campaign assets were used to maintain relevancy across socials, with a new content released everyday. From teasers to relatable memes - customers always had something new to discover.